Don’t Let a Limited Budget Hinder Your Social Media Campaign

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Vandita is a passionate writer and IT enthusiast. She is a Computer Lecturer by profession at the University of Delhi. She has previously worked as a Software Engineer with Aricent Technologies. Vandita writes for MarTech Advisor as a freelance contributor.

Going about social media marketing on a limited budget? Don’t know if your marketing budget allows you to spend on social media marketing efforts as well? Don’t worry! In this article, we explore ways to create a high-impact social media marketing campaign without burning a hole in your marketing pockets.

A high-impact social media marketing strategy is a must for all businesses, big and small. If you are a small business or a startup, you probably have a shoe-string budget. Are you wondering if a relatively low-cost platform will be useful compared to the traditional marketing methods? Guess what, even enterprise brands tend to pinch pennies. A small budget won’t be a hindrance if you know what to do; and here’s what you need to do—

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Kill it with Content

Killer organic content, optimized for social, aces all strategies. You should laser-focus on creating captivating content. If you or someone from the team can put your creative hats on, that’s great! If not, then you would need to channelize the right amount of budget for curating and creating organic content that creates a powerful impact on your audience.

Interactive Content: As consumer of content, I enjoy interactive content because it gives me the sense that I get to decide what and how much I see. Interactive videos, infographics, quizzes, and assessments not only engage the audience but also increase brand awareness and help you capture relevant data.

Use User-generated Content

If you are a big brand with a large fan base, you can encourage your users to create content by sharing their stories, pictures, or participating in contests. You can use hashtags to organize and search for user-generated content. This way you save a lot of time and effort to create organic and authentic content, and also increase your brand awareness in the process.

Pro Tip: Ensure you have users’ consent to use their content.

Automate Social Media Tasks

This is a no-brainer. Invest in tools that help you automate mundane, challenging, and repetitive tasks. This includes researching content topics, planning, scheduling social media posts, post/campaign analysis, reporting, brand monitoring, etc. These are the 10 best social media automation tools available in the market today.

Smart Target Audience Identification

As Neil Patel puts it, “Every social media channel has its own established culture.” You need to focus on the users to whom you are most relevant and identify where you will find them.

Facebook and YouTube are great for sharing videos for your B2C campaigns. You can use LinkedIn to share best practices with your B2B audience. Twitter is a great platform to listen to your customers and offer customer support. If your audience comprises mainly Millennials, who love to click and view images, Instagram offers you an effective mobile visual platform.

Identify your target audience and the right platform and leverage it to its full potential.

Use Local Influencers

Local Influencers have a niche but highly-engaged and valuable audience. They can help you increase brand awareness and attract new customers. If you are on a limited budget, bring in a local influencer to sway a targeted audience. These are some of the best practices to drive ROI using influencer marketing.

Track Your Performance

You can't let all those dollars go un-tracked. You need to measure how different types of content are performing, which social channel is generating most leads, how effective are your influencers, etc., to dynamically tweak your campaign(s). Here are some basics of tracking social media ROI if you are a newbie marketer.

Use Free Tools

Free tools help you save loads of time and money. Research and leverage free tools that can help you create videos, infographics, surveys, quizzes, etc. Free automation, analytics, and performance measurement tools will help you to scale your efforts and be efficient.

When it comes to creating a social media marketing campaign on a limited budget, remember that it is good only if you plan and spend wisely. You must prioritize and allocate your budget according to your brand’s need. And don’t forget to document your mistakes as well as your successful strategies.

What’s your take on social media marketing on a limited budget? Let us know in the comments below!